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The U.S. Market for Household Safety and First Aid Care Products

With troubling media reports of home and global tragedies, home safety is increasingly important to consumers. This new report, The U.S. Market for Household Safety and First Aid Care Products, looks safety products in the average American home, such as flashlights, batteries and first aid accessories with analysis of manufacturer and retailer strategies. Coverage includes analysis of consumer usage, brand preference, retailing, new products and factors and trends that will fuel future growth. The study also highlights consumer attitudes in terms of safety and emerging and influential trends in family and home security from fire and carbon monoxide alarms and fire extinguishers to fingerprint identification systems.

Report Methodology
The information in The U.S. Market for Household Safety and First Aid Care Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the home safety market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived some mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. This comprehensive report covers U.S. shipments, price gains, and the competitive environment for applicable sectors of the home safety market. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics and psychographics derives from Simmons Market Research Bureau survey data for 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at a variety of the dynamic segment of the home safety category, examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of home safety products. It provides up-to-date competitive profiles of marketers of home safety products and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the industry .

What You’ll Get in this Report
The U.S. Market for Household Safety and First Aid Care Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Household Safety and First Aid Care Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers and specialists and analyses of the products they market)
  • The Consumer
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the household safety and care products market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market, as well as projected sales and trends through 2009.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for home safety products
  • Research and development professionals stay on top of competitor initiatives and explore demand for home safety products.
  • Advertising agencies working with clients in the home safety industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Report Scope
      • Methodology
    • The Market
      • Market Size and Growth
        • Table U.S. Retail Sales for Home Safety Product Categories, 2000-2004 (in $ million)
        • Table U.S. Retail Sales for Home Safety Product Categories, 2000-2004 (in $ million)
    • The Marketers
      • Batteries
      • First Aid Products
      • Alarm Systems
      • Flashlights
      • Fire Extinguishers
    • Marketing Trends
      • Advertising Spends
      • New Product Introductions
      • Consumer Profile
    • Market Outlook
      • Table Projected Retail Sales for Home Safety Products, 2004-2009 (in $ million)
  • The Market
    • Product Introduction
    • Market Size and Growth
      • Table U.S. Retail Sales for Home Safety Product Categories, 2000-2004 (in $ million)
    • Batteries
      • Battery Market Structure
      • Battery Market Size and Growth
        • Table IRI-Tracked Sales of Batteries, 2000-2004 (in $ million)
      • A Highly Competitive Market
      • Value Packs Popular
      • Holiday Season Brings Cheer to Battery Market
      • Rechargeable Batteries Gaining Ground
      • Drug Stores - Big Battery Destinations
    • First Aid Accessories and Treatments
      • Market Structure
      • First Aid Treatment Market Structure
      • First Aid Accessories Market Size and Growth
        • Table IRI-Tracked Sales for First Aid Accessories, 2000-2004 (in $ million)
      • First Aid Treatment Market Size and Growth
        • Table IRI-Tracked Sales for First Aid Treatment Products, 2000-2004 (in $ million)
      • Reliance on Self-Care
      • Increase in Sports-related Injuries
      • Advanced New Product Introductions
    • Alarm Systems
      • Market Structure
      • Alarm Systems Market Size and Growth
        • Table U.S. Sales for Home Alarm Systems 2000-2004 (in $ million)
      • Wireless Technology Wins Votes
      • Laws Require Alarm Installation
      • Special Alarms for the Elderly
      • Web-based Alarm Systems
    • Flashlights
      • Market Size and Growth
        • Table IRI-Tracked Sales for Flashlights, 2000-2004 (in $ million)
      • Companies Introduce New Flashlights To Revive Sales
      • Flashlights as a Gifting Option
    • Fire Extinguishers
      • Market Structure
      • Market Size and Growth
        • Table U.S. Sales for Home Fire Extinguishers, 2000-2004 (in $ million)
    • Other Home Safety Systems
      • Integrated Home Automation and Security Systems
      • Web-Based Monitoring Systems Gets Popular
      • Biometric Access Control
      • Home-use Defibrillators Approved
      • Panic Rooms
      • Implanted ID Chips
    • Factors to Growth
      • An Unprepared Population
      • Disaster Readiness Recommendations
      • Increased Sense of Danger
      • Baby and Child Safety Big Business
      • Higher Disposable Income
      • Active Hurricane Season May Bolster Battery & Flashlight Sales
      • Demand for High-drain Devices Could Affect Batteries
      • Mandatory Installation of Fire and Carbon Monoxide Alarms
        • Table U.S. Fire Loss Rates Nationwide and by Region, 2003
      • U.S. Crime Rate Statistics
        • Table U.S. Crime Rate Per 100,000 Inhabitants 1984-2003
        • Table U.S. Property Crime Rates By Type 1984-2003
        • Table U.S. Property Stolen Value 2000-2003 (in million $)
        • Table U.S. Property Percentage Recovered 2000-2003
        • Table U.S. Burglary Rates 1999-2003
        • Table U.S. Larceny-theft Rates 1999-2003
        • Table U.S. Crime Percentage Change By Population Group January -June 2004
        • Table U.S. Crime Percentage Change By Geographic Region January- June 2004
    • Market Forecast
      • Table Projected Retail Sales for Home Safety Products, 2004-2009 (in $ million)
      • Table Projected CAGR for Home Safety Product Categories, 2004-2009 (%)
  • The Marketers
    • Overview
    • Batteries
      • Top Marketers Overview
        • Table U.S. Mass-market Share of Top 10 Battery Product Marketers, 2000-2004 (%)
      • Performance Analysis
        • Table IRI-Tracked Sales of Top 10 Battery Marketers, 2000-2004, (in million $)
      • Duracell Inc.
      • Energizer Holdings Inc.
      • Rayovac Corporation
      • Panasonic Corporation of North America
      • Top Brand Rankings
        • Table U.S. Mass-market Shares of Top 10 Battery Brands, 2000-2004, (in million $)
        • Table IRI-Tracked Sales of Top 10 Battery Brands, 2000-2004, (in million $)
    • Company Profiles: Batteries
      • Duracell Inc.
      • Energizer Holdings Inc.
      • Rayovac Corporation
      • Jasco
      • Panasonic Corporation of North America
      • Eastman Kodak Co.
    • First Aid Accessories
      • Top Marketers Overview
        • Table U.S. Mass-market Shares of Top 10 First Aid Accessories Marketers, 2000-2004 (%)
      • Performance Analysis
        • Table IRI-Tracked Sales of Top 10 First Aid Accessories Marketers, 2000-2004, (in
      • Johnson & Johnson
      • Becton, Dickinson Company (BD)
      • Beiersdorf Inc.
      • 3M
      • Procter & Gamble (P&G)
      • Top Brand Rankings
        • Table U.S. Mass-market Share of Top 10 First Aid Accessory Brand Marketers, 2004 (%)
        • Table IRI-Tracked Sales of Top 10 First Aid Accessories Brands, 2000-2004, (in million
    • Company Profiles: First Aid Accessories
      • Johnson & Johnson (J&J)
      • Becton, Dickinson
      • Beiersdorf Inc.
      • 3M
      • Procter & Gamble (P&G)
    • First Aid Treatments
      • Top Marketers Overview
        • Table U.S. Mass-market Shares of Top 10 First Aid Treatment Marketers, 2000-2004 (in
      • Performance Analysis
        • Table IRI-Tracked U.S. Mass-market Sales of Top 10 First Aid Treatment Marketers,
      • Top Brands
        • Table IRI-Tracked Sales of Top 10 First Aid Treatment Brands, 2000-2004, (in million
        • Table IRI-Tracked U.S. Mass-market Sales of Top 10 First Aid Treatment Brands,
    • Company Profiles: First Aid Treatments
      • Pfizer Inc.
      • Schering-Plough Corporation
      • Merz Pharmaceuticals LLC
      • Bayer Consumer Care
      • Combe Inc.
      • Novartis Consumer Health
    • Flashlights
      • Top Marketers Overview
        • Table U.S. Mass-market Shares For Top 10 Flashlight Marketers, 2000-2004, (in million
      • Performance Analysis
        • Table IRI-Tracked Sales For Top 10 Flashlight Marketers, 2000-2004 (in million $)
      • Energizer Holdings Inc.
      • Dorcy International Inc.
      • Coleman Inc.
      • Duracell Inc.
      • Top Brands
        • Table U.S. Mass-market Share of Top 10 Flashlight Brands, 2000-2004, (in million $)
        • Table U.S. Mass-market Sales For Top 10 Flashlight Brands, 2000-2004, (in million $)
    • Company Profiles: Flashlights
      • Garrity Industries
      • Mag Instruments Inc.
      • Dorcy International Inc.
      • Coleman Company Inc.
      • American Recreation Products Inc.
    • Alarm Systems
      • Top Marketers Overview
      • Residential Home Alarm Systems
        • Table U.S. Value of Shipments for Home Alarm Systems 1998 - 2004 (in $ million)
        • Table U.S. Value of Exports for Home Alarm Systems 1998 - 2004 (in $ million)
        • Table U.S. Value of Imports for Home Alarm Systems 1998 - 2004 (in $ million)
      • Overall Alarm Systems (commercial and residential)
        • Table U.S. Value of Shipments for Alarm Systems 1998 - 2004 (in $ million)
        • Table U.S. Value of Shipments for Communication Equipments & Alarm Systems as a%
      • Alarm Systems Product Types (commercial and residential)
        • Table U.S. Value of Shipments, Exports, Imports by Product Category, 2003
      • Intrusion Detection Alarms (Local)
        • Table U.S. Value of Shipments for Intrusion Detection Alarm Systems (Local) 1992 -
      • Fire Detection and Prevention Alarm Systems
        • Table U.S. Value of Shipments for Fire Detection and Prevention Alarm Systems 1992 -
        • Table U.S. Value of Shipments for Fire Detection and Prevention by Product Types 1992
      • Projections Alarm Systems
        • Table U.S. Projected Value of Shipments for Intrusion Detection Alarm Systems (Local)
        • Table U.S. Projected Value of Shipments for Fire Detection and Prevention by Product
      • Alarm Systems Shipment Value By State
        • Table U.S. Shipments Of Alarm Systems, Including Electric Sirens And Horns By State,
      • Producer Price Trends for Alarm Systems
        • Table U.S. Producer Price Trends For Alarm systems, Including Electric Sirens And
    • Company Profiles: Alarm Systems
      • ADT Security Services, Inc.
      • NAPCO Security Systems, Inc.
      • Honeywell International Inc.
      • Winland Electronics, Inc.
      • GE Security
      • Bosch Security Systems North America
      • Universal Security Instruments, Inc.
      • Kidde
    • Fire Extinguishers
      • Fire Extinguishers Marketers Overview
      • Residential Fire Extinguishers
        • Table U.S. Value of Shipments for Home Fire Extinguishers 1997 - 2004 (in $ million)
        • Table U.S. Value of Balance of Trade for Home Fire Extinguishers 2002 - 2004 (in $
      • Overall Fire Extinguishers (commercial and residential)
        • Table U.S. Value of Shipments for Fire Extinguishers 1997 - 2004 (in $ million)
        • Table U.S. Value of Balance of Trade for Fire Extinguishers 1997 - 2004 (in $ million)
        • Table U.S. Value of Shipments for Miscellaneous Manufactured Commodities & Fire
      • Fire Extinguisher Product Types (commercial and residential)
        • Table U.S. Value of Shipments for Hand-portable Carbon Dioxide Fire Extinguisher 1997
        • Table U.S. Value of Shipments for Hand-portable Dry Chemical Fire Extinguisher, 1997 -
        • Table U.S. Value of Shipments for Other Hand-Portable Fire Extinguishers 1997 –
        • Table U.S. Projected Value of Shipments for Hand-portable Carbon Dioxide Fire
        • Table U.S. Projected Value of Shipments for Hand-Portable Dry Chemical Fire
        • Table U.S. Projected Value of Shipments For Other Hand-Portable Fire Extinguishers
    • Company Profiles: Fire Extinguishers
      • Kidde
      • First Alert/Powermate
      • Viking Corporation
      • William-Pyro Inc.
      • Buckeye Fire Equipment
      • Guardian Fire Equipment Inc.
      • FireTrace
  • Marketing Dynamics
    • Ad Spends
      • Table Leading U.S. Home Safety Product Marketers by Product Category, 2004
      • Table U.S. Ad Spends by Leading Home Safety Product Marketers/Brands, 2004
      • Ad Spends for Battery Brands
        • Table Top 10 U.S. Battery Brands by Ad Spends, 2004
        • Table Leading U.S. Medical Supplies Brands by Ad Spends, 2004
        • Table Top 10 U.S. Security & Fire Safety System Brands by Ad Spends, 2004
        • Table Gillette's U.S. Ad Spends on Home Safety Products, by Media Type, 2004
        • Table Energizer Holdings' U.S. Ad Spends on Home Safety Products, by Media Type, 2004
        • Table P&G's U.S. Ad Spends on Home Safety Products, by Media Type, 2004
        • Table J&J's U.S. Ad Spends on Home Safety Products, by Media Type, 2004
        • Table Tyco International's U.S. Ad Spends on Home Safety Products, by Media Type, 2004
    • Marketing Initiatives
      • Security Product Makers Introduce Builder Programs
      • Cross Merchandising Batteries
    • New Product Introductions
      • New Battery Introductions
      • New Alarm Introductions
      • New Flashlight Introductions
      • New First-aid Introductions
        • Table Top 10 U.S. Home Safety Marketers, by New Product Introductions
      • New Product Introductions by Package Tags
        • Table New First-Aid Products' Selling Points by Select Package Tags
        • Table New First-Aid Brand Introductions with "Upscale" Package Tag
        • Table New First-Aid Brand Introductions with "Kids" Package Tag
        • Table New First-Aid Brand Introductions with "Quick" Package Tag
        • Table New First-Aid Brand Introductions with "Natural" Package Tag
  • The Consumer
    • Simmons Survey
    • Overview
      • Table Household Penetration of Select Safety Appliances Categories (%)
      • Consumer Attitude Toward Violence and Crime
        • Table Demographic Profile of U.S. Adult Who Agree A Lot: I Worry About Violence And
      • Household Safety Appliances/Durables
        • Table Demographic Profile of U.S. Adults Using Smoke/Fire Detectors
        • Table Demographic Profile of U.S. Adult Users of Fire Extinguishers
        • Table Demographic Profile of U.S. Adult Users of Burglar Alarms
        • Table Demographic Profile of U.S. Adult Users of Padlocks
        • Table Demographic Profile of U.S. Adult Users of Flashlights
      • Comparative Analysis of Different Types of Home Safety Product Consumers
        • Table Consumer Preference for Household Safety Appliances, by Income
        • Table Consumer Preference for Household Safety Appliances, by Type of Residence
        • Table Consumer Preference for Household Safety Appliances, by Employment Status
        • Table Consumer Preference for Household Safety Appliances, by Region
        • Table Demographic Profile of U.S. Adult Users of Household Batteries
        • Table U.S. Consumers Favoring Use of Various Battery Types (%)
        • Table Demographic Profile of U.S. Adult Users of Household Alkaline Batteries
        • Table Demographic Profile of U.S. Adult Users of Household General Purpose Batteries,
        • Table Demographic Profile of U.S. Adult Users of Household Heavy Duty Batteries
        • Table Demographic Profile of U.S. Adult Users of Household Lithium/Lithium Plus
        • Table Demographic Profile of U.S. Adult Users of Household Rechargeable Batteries
      • Comparative Analysis of Battery Type Consumers
        • Table U.S. Adults' Preferences for Battery Types By Household Income
        • Table U.S. Adults' Preferences for Battery Type, by Marital Status, Type of Residence
      • Household Battery Brands
        • Table Top Battery Brands, By Consumer Preference
        • Table Demographic Profile of Duracell Battery Users
        • Table Demographic Profile of Energizer Battery Users
        • Table Demographic Profile of Eveready Battery Users
        • Table Demographic Profile of Rayovac Battery Users
      • Comparative Analysis of Battery Brands
        • Table U.S. Adults' Preferences for Battery Brands, by Household Income
        • Table U.S. Adults' Preferences for Battery Brands, by Residence
        • Table U.S. Household Batteries Usage Rate
      • First Aid Products
        • Table Demographic Profile of Adult U.S. First-Aid Product/Antibiotic Remedy Consumers,
        • Table U.S. First Aid /Antibiotic Usage by Product Type for Women, May 2003-April 2004
        • Table U.S. First Aid /Antibiotic Usage by Product Brand for Women, May 2003-April 2004
        • Table Percentage of U.S. Consumers Using First-Aid Product/Antibiotic Remedies by
        • Table Demographic Profile of Adult U.S. Adhesive Bandage Consumers, January 2004
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Consumer Usage Indices by Region: Selected First Aid /Antibiotic Types, 2004
        • Table Percentage of U.S. Consumers Using First-Aid/Antibiotic Brand, Jan. 2004
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Demographic Characteristics Favoring Usage of First Aid Products/Antibiotic
        • Table Consumer Usage Indices by Region: Selected First Aid Product/Antibiotic Remedy

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